Creativity & Innovation

BM006-3-2-CRI (VC1) 1st April 2018

Lecture 7:
Idea Evaluation approaches
 Topic Learning Outcomes

• To evaluate the appropriateness of

different approaches to idea evaluation:
– Cost-benefit analysis
– Decision tree
– Evaluation matrix
– Sticking dots
– SWOT analysis

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 Have you ever imagined what it would be
like to come home to a dark home? Or how
difficult it would be to study without light?
Too often this is the reality for people living
in extreme poverty, but innovations like
Luci Light are changing this. Designed by
MPOWERD, Luci Lights are affordable,
solar-powered, inflatable and water-proof
lamps that produce zero-emissions.
https://mpowerd.com/
Source: https://www.globalcitizen.org/en/content/10-innovations-
changing-the-world-of-education/
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES
 Selected methods and techniques for idea
evaluation

• 1. Cost-benefit analysis
• 2. Decision trees
• 3. Evaluation matrix
• 4. Force field analysis
• 5. Sticking dots
• 6. SWOT analysis

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 1. Cost-benefit analysis

• Cost-benefit analysis is widely used and

relatively simple tool for deciding whether
to make a change or not.
• The quality of decision depends on depth
of analysis of benefits and costs
connected with idea.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 • This analysis can be carried out using only
financial costs and financial benefits.
However, it could include also some
intangible items. If this is the case it should
be understood that intangible, nonfinancial
items could bring a lot of subjectivity into
the analysis.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 • Cost-benefit analysis finds, quantifies, and
adds all the positive and negative factors.
First ones are the benefits. Then it identifies,
quantifies, and subtracts all the negatives,
the costs.
• The difference between the two indicates
whether the planned action is advisable. The
real challenge is to include all the costs and
all the benefits and properly quantify them.
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES
 1. Cost-benefit analysis

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 2. Decision trees

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 • Decision tree is started with a decision that
needs to be made. It should be written in a
small square on a left side of a large
paper.
• From this box drawn out are lines towards
the right for each possible solution, and
written a short description of the solution
along the line.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 • At the end of each line, considered are results.
If the result of taking that decision is uncertain,
draw a small circle. If the result is another
decision that needs to made, another square
should be drawn.
• Squares represent decisions, and circles
represent uncertain outcomes. Written has to
be decision or factor above the square or circle.
If the solution is completed it is kept blank.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES
 3. Evaluation matrix

• Evaluation matrix can be found under many

different names, such us decision matrix, grid
analysis, AHP matrix, bid decision matrix,
comparison matrix, decision alternative matrix,
importance vs. performance matrix, measured
criteria technique, opportunity analysis,
performance matrix, rating grid, scoring matrix,
vendor comparison, weighted criteria matrix,
cost-benefit matrix, options/criteria matrix.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 • The main aim of evaluation matrix is to evaluate
an idea in accordance to several factors or
criteria. It is applicable when considering more
characteristics or criteria of an idea. Evaluation
matrix has many application possibilities in
different areas.
• However, to use it efficiently must the scoring
criteria must be carefully selected. It is individual
or group technique which enables more detailed
analysis of vital factors.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 • In the matrix below there are three criteria
C1, C2 and C3 playing role in final decision
with respective weights.
• On other side there are three alternatives,
named Options A, B and C.
• Let us say that we have identified criteria
C1, C2, and C3 playing a role in the final
decision, with a respective weight of 1, 2,
and 3.
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES
 • Moreover, we've found 3 prospective providers
A, B, and C, whose offer may constitute a good
solution. Rates should be on ratio scale, e.g. 0-
5, 0-10, or 0-100. After rating all alternatives
scores are computed as follows:
• Score = Rating x Weight
• At the end the end total score is computed as:
• Total Score = SUM (Scores)

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 4. Force field analysis

• Force field analysis is a group technique, which is

very useful for checking the feasibility of idea
implementation. It is simple to use.
• Its’ weakness is that it is subjective and opinion
based.
• Force field analysis is a handy technique for
looking at all the forces for and against a decision.
• Therefore, similar method is weighing pros and
cons.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES
 5. Sticking dots

• Sticking dots is quick method for determining

priorities by voting.
• This is not a deeply analytic method, but a short,
sharp measure of the current thinking about the
idea.
• It is a group method, based on opinions.
• However, it has many application possibilities in
different areas and is useful for collection of
opinions in early phases in idea selection
process.
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES
 • It has following steps:
• · Ideas are itemized clearly on a flip chart (or similar
aid).
• · Nameless voting tends to work best.
• · Give each group a different colour set of dots, (e.g.
group A have red dots, group B has blue dots).
• · Give each individual or group a number of dots
(e.g. 10 each).
• · Allow the group time to deliberate over the ideas
they wish to vote for.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 • · Once all the groups are ready, one person from
the group sticks their dots by their preferred top
ideas.
• · In some variations, there is no maximum
number of votes an individual / group can give to
one idea.
• · Once all the dots are placed, all the groups enter
into a discussion on any patterns, and general
observations.
• · At the end a short-list of the top 5 is made.
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES
 6. SWOT analysis

• SWOT analysis stands for Strengths /

Weaknesses / Opportunities / Threats and
is one of the most known methods.
• Its aim is to identify key problems and
potential development routes.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 Conclusion

• 1. Cost-benefit analysis
• 2. Decision trees
• 3. Evaluation matrix
• 4. Force field analysis
• 5. Sticking dots
• 6. SWOT analysis

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 • 10. Self-Healing Phones? Try Roads That Fix Themselves.
Wouldn't it be great if roads could be made from some compound that can automatically fix and fill in those pesky cracks and
holes? One Dutch civil engineer thinks he has the answer. 
• 9. It's a Bird. It's a Plane. No, It's a Flying Car (Finally)!
Fasten your seat belts and forget about tray tables. This driving-flying machine is ready for takeoff. 
• 8. Want a New Smartwatch? Hold On. Why Not a Smart Ring Instead?
We have smartwatches and smartphones ... but what about a smart ring? Sure. Why not, right?
• 7. A Smart Helmet That Gives Riders Eyes in the Backs of Their Heads
This Android-powered cranium protector is driving motorcycle safety into the digital age.
• 6. Faster Food: This Restaurant Delivers Burgers to Your Table at 90 MPH
A cafe in New Zealand is using a tube system to deliver burgers to customers at astounding speed. Sounds weird, right?
Check it out.
• 5. This Smart Skin-Scanning App Could Save Your Life
Pinpoint possibly dangerous moles and other suspect skin blemishes with this far-out app.
• 4. Swallow This 'Password' Pill to Unlock Your Digital Devices
If you're like the rest of us, then you're probably tired of remembering so.many.darn.passwords. So why not open digital doors
with a password-carrying pill instead?
• 3. Hate Flying? This Dreamy (or Dorky) Virtual Reality Helmet Could Help You Escape the Experience.
This virtual reality-powered helmet could someday come to the rescue with a much-needed and surprisingly immersive
distraction.
• 2. Say Hello to the Robotic Personal Assistant of Your Dreams
Born from MIT's Media Lab, "Jibo" can take photos, remind you of important dates and events and, more importantly, interact
with you and learn about you.
• 1. Fade to 'Vantablack': Scientists Invent a Material So Black Your Eyes Can't See It
You'll have to see it (or not see it?) to believe it.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 Question and answer session

Q&A

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES Slide <27> of 13

 What we will cover next

• To demonstrate qualities and transferable

skills necessary for entrepreneurial
marketing:
– Definition of market
– The importance of marketing
– Unique selling proposition

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES Slide <28> of 13

 Activity

Use any technique to generate new ideas

based on ‘watch’.
• Mindmapping – features – existing use –
new features – future use
• Lotus blossom – features – use for each
feature
• Concept fan – problem – issues/ effects/
factors - solution

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 The bracelet that could prevent car
crashes: AdvicyDrive tracks heart
rate and rings an alarm when you
start to nod off at the wheel

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 The bracelet that could prevent car crashes: AdvicyDrive
tracks heart rate and rings an alarm when you start to nod off
at the wheel
AdvicyDrive monitors heart rate while driving to tell how
awake you are
If it detects a drop in heart rate, which suggests you're
dozing off, it sounds an alarm on a connected smartphone 
It uses digital photoplethysmography (PPG) to track changes
in blood flow
Sensor can be fitted to a wrist but will also clip to a person's
underwear 
Clip is under development and will launch via a
crowdfunding site 'soon'
By Victoria Woollaston for MailOnline
Published: 17:09 GMT, 19 March 2015 | Updated: 07:40 GMT, 20
March 2015

Read more: http://www.dailymail.co.uk/sciencetech/article-3002758/The-bracelet-prevent-car-

crashes-AdvicyDrive-tracks-heart-rate-rings-alarm-start-nod-wheel.html#ixzz3VAaGKDO3
Follow us: @MailOnline on Twitter | DailyMail on Facebook

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES

 Activity

• Idea generation technique

1. Morphological analysis
2. Force Fitting Triggers
3. Heuristic Ideation Technique

• Choose one technique and generate ideas

on products on how to prevent traffic
accidents.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA EVALUATION APPROACHES